Case study
40,000 new fans & 20,000 reward cards activated
Smart social strategy for Debenhams Beauty Club
Debenhams Beauty Club wanted to move communication with their customers away from traditional broadcast media to a more conversational style.
They asked STEEL to establish and grow a social following for Debenhams Beauty Club and to create a credible hub for conversation.
So, how did STEEL do it?
• We developed a Facebook Fan Challenge to celebrate the Beauty
Club’s first birthday - incentivising users to join and spread
the word with the offer of a £5 Beauty Club voucher
• We drove traffic to the Fan page with just the right mix of eCRM,
targeted Facebook advertising, display advertising, blogging and
in store
• Weekly competitions and quality content kept the fan base
engaged and talking
The results were tremendous and smashed our targets
• Initial target of 10,000 fans, from a starting point of
zero, was reached in just 4 days
• 40,000 new fans
• 20,000 new Beauty Club Reward Cards activated